Apple takes over your home screen. The end of Apps as we know them.
👋 Good Morfternight, this is Paolo with the 110th edition of our newsletter on Product Management, Distributed Leadership, and Tech Advancements.
Over 8,500 people read it every week. I hope you’ll join us for today’s read.
Here’s the home screen of my iPhone post the iOS 18 update:
- Monochrome display (how surprising, uh?).
- No app names
- Enlarged icons
It seems like a detail, right? But it’s more than that—it’s a metaphor for the future of apps.
A Bold Product Decision
In their latest keynote, Apple unveiled ‘Apple Intelligence’. This means a new era where, thanks to the latest Siri APIs, your iPhone will soon be able to execute complex actions independently of your apps.
Critics have often accused Apple of playing it safe, but this, I believe, is a bold leap.
In a year or two, Siri will become the primary way you interact with the digital world, all powered by AI.
Apps become features
Siri won’t operate in isolation—it will still utilize your apps, but in a way that you barely notice.
Did Siri choose Kayak or Expedia to book your flight? It won’t matter to you. Will you even recall the names of your apps when they no longer clutter your home screen daily? Doubtful. And will you recognize their outdoor ads if all you see daily are nondescript, monochrome icons? Unlikely.
Apps will no longer be individualized digital experiences but rather integrated features that support a seamless, centralized Apple interface. Essentially, all apps will morph into features of Siri.
This is a small revolution.
A wave of unbundling
This is certainly not good news for brands that invested time, effort, and money—often times VC’s money—to build coherent digital experiences and a recognizable brand.
This shift is the beginning of a season of unbundling.
Who stands to gain? Indie developers.
If you’re solving niche, meaningful problems from your bedroom, your moment has arrived. This is reminiscent of the opportunities that arose when Google launched its Chrome Web Store—except now, it’s happening on the most prominent and lucrative digital stage: iOS.
Who gets what
Ultimately, Apple continues to standardize its user experience, reinforcing its moat and preventing users from switching. Meanwhile, users gain an AI that can actually take action in their lives, indie developers receive a tremendous boost, and established digital brands face new challenges.
Meanwhile in Vienna…
When I’m not working, I enjoy making photos.
Here is a picture of a pigeon. Yes, I have limited access to wildlife…
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Until we meet again…
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Cheers,
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